The "ice pier" was on fire.
With its cute appearance, the "ice pier" deserves to become the new top stream of the Winter Olympics: successively dominating the Weibo hot search, online stores arriving in seconds, long queues in front of the offline door, some people can't buy it and simply DIY it themselves... A "pier" is difficult to find the scene that makes netizens shout "strongly require one household and one pier!" ”
Behind the difficulty of a "pier" is another out of the circle of Chinese elements
The explosion of the "ice pier" is both unexpected and reasonable. In recent years, the rise of the national tide, Chinese elements have become a popular choice for global consumers, while domestic consumer goods also have the opportunity and advantages of development, such as Hua Xizi, which has become a leader in emerging makeup, with the concept of "raising makeup with flowers" and Chinese retro style packaging, it is loved by consumers, and it is often at the forefront of the makeup sales list. In this case, more and more domestic brands are sending Chinese trend new ideas to the Chinese people and even the world through distinct Chinese elements.
Baijiu can also engage in national tide? The valuation of 2 years is over 500 million
"Guochao" still maintains a high degree of popularity after several years of development and change, indicating that consumers recognize and love Chinese elements and Chinese culture, and has also spawned more emerging domestic brands, one of which is the liquor brand "Liang Daxia", which was founded in 2017. As the name suggests, "Liang Daxia" is a wine born around the "chivalrous culture" in martial arts novels.
What is a hero? Chivalry is an identity, an action, an idea, and a spirit. In modern times, chivalry is a life attitude of love, love and struggle, and responsibility. Liang Daxia is trying to integrate this chivalrous spirit with the three key elements of liquor taste, packaging and culture, and distilling 9 words in the process: high quality, high value, and high feelings.
Whether a bottle of wine can impress consumers fundamentally depends on its quality. In order to meet this requirement, Fu Zhigang found a national-level wine appraisal master to check the taste of Liang Daxia, based on pure grain raw materials and ingenuity brewing, the traditional liquor spicy choking, easy to head characteristics to be improved, after repeated tests and innovation, so that Liang Daxia wine body level full, the entrance taste is soft but not strong, the aftertaste is long and sweet, more in line with the young people's taste needs for liquor, before the listing is more accessible 87% of the taste praise.
In the appearance of packaging, Liang Daxia uses a unique amber glow bottle, the bottle body is like a wine jug in the hands of the hero, the bottle shape is thick and full of tension, close to the light source can be transparent throughout, very eye-catching. Good products need good cultural empowerment, Liang Daxia broke through the "mourning culture" around young people, and encouraged young people to break through the comfort zone, stay away from anxiety, and fight like a hero! It is precisely because of good products and cultural blessings that Liang Daxia has been valued at more than 500 million in the first 2 years of its listing.
In order to get close to the target consumers, Liang Daxia relies on the combination of "online and offline" publicity model, cooperates with many popular film and television dramas such as "This Killer Is Not Calm", "Hello, Li Huanying" and other popular film and television dramas, and advertises in Beijing, Hunan, Hubei, Jiangxi and other core cities, and quickly becomes popular among young consumers.
"National tide" represents our cultural self-confidence and cultural self-awareness, "ice pier" out of the circle is just a case of Chinese culture to the world, the times will give birth to more consumption propositions, but also cast more new domestic brands like Liang Daxia.